Amazon
Content & Commerce
Field & Stream
Following Morgan Wallen and Eric Church’s acquisition of Field & Stream, Keller developed a retail and content strategy to bring the legacy brand back to life for a new generation of country and outdoor enthusiasts. He partnered with Prime Video on an original NASCAR Season Anthem featuring John Fogerty and Eric Church, developed exclusive merch drops, and an integrated marketing campaign generating over 60MM impressions throughout the season.
Samra Origins
Years before launch, Keller began collaborating with The Weeknd’s team to shape how his coffee brand, Samra Origins, could come to life in a way that felt both authentic and commercially meaningful.
Through the partnership with Nespresso, Keller built a joint GTM strategy featuring owned-channel promotion, Thursday Night Football integrations, and a bespoke vinyl record made from coffee, designed to drive hype ahead of the launch.
Corporate Development
Sail G.P.
Keller led partnership between Amazon and U.S. SailGP Team, marking Amazon’s first sponsorship in international sailing and broader focus on the sports and outdoors business.
Palm Tree Crew
To build deeper connections with younger customers, Keller led a partnership with Palm Tree Crew to drive engagement through in-person experiences.
The collaboration featured Amazon vending activations at Palm Tree Crew parties, car demos at festivals, exclusive merchandise launches on Amazon.com, and live music performances at creator events.
DTC BRAND DEALS
Keller negotiated launch deals and long-term partnerships with nine-figure DTC brands including AG1, Ryze, Nothing Tech, Cider, Thesis, and more. He worked directly with C-suite leaders to develop go-to-market strategies and served as the internal champion across Amazon’s marketing, retail, and operations teams to bring each launch to life.
Launching Non-Alc
After recognizing the rapid growth of the non-alcoholic beverage category in 2023, Keller realized Amazon didn’t yet have the ability to sell these products due to an outdated policy framework. He took the lead in driving a policy change with legal stakeholders, launching new compliance technology that enabled Amazon to offer non-alcoholic beverages for the first time.
The category debuted with Bero by Tom Holland, launched during Dry January 2024, beating forecast by 6x and filling the unmet need state for millions of customers.
